Marketing Strategies of Beauty Giant

This assignment analyzes the marketing strategies employed by Beauty Giant, drawing comparisons with the renowned company L'Oreal. The analysis delves into various aspects of the marketing mix, including product positioning, branding, packaging, and promotion. Furthermore, it utilizes analytical tools such as SWOT analysis and STP to evaluate the organization's strengths, weaknesses, opportunities, and threats in the market. The assignment also outlines the roles and responsibilities within a marketing department and provides insights into effective marketing practices for products and services.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 key role and responsibility of the function:...........................................................................1
P 2 The marketing related to organizational context of role and responsibilities:.....................3
LO 2.................................................................................................................................................5
P 3 Compare marketing mix.......................................................................................................5
LO 3.................................................................................................................................................7
P 4 Marketing plan for Forever Young by Beauty Giant............................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential part of any organisation, it is help to know and understand the
need of consumers. Current assignment is based on Beauty Giant that offers beauty products to
its consumers. Present study will describe role and responsibility of marketing. Furthermore,
marketing plan will be prepared and marketing mix elements will be described.
LO 1
P 1 Key role and responsibility of the function:
There are various types of marketing function, some roles and responsibility function
making products and services successful. Like Meets customer needs and demands, better goods
and services offering, management of demand, economic growth, face competition, makes utility
etc.
 Meets customer needs and demands: role of marketing is to meet needs of consumers.
Marketers clarify the needs and demands of the customer and creates their strategies
accordingly(Huang and Sarigöllü, 2014). Customers are creates by personal and culture
personalities. They want to good facilities to market, customers needs and demands
satisfied through the transform process. Beauty Giant company makes cosmetic products
for customers demands accordingly.
 Better goods and demands: role of marketing is to customers want to better goods and
demands. Many companies sell of same product. Health related products, that is better
have to be good packed and covered. Thus, marketers are managing and designing
products offerings. Beauty Giant company better products provide by customers, so they
are attracted for buying cosmetic products.
 Management of demand: role of marketing in market players are skilled perfect and
professionals who start play with time and competition of needs influence role in
level(Steenkamp, 2017). Beauty Giant company in customer needs and wants can be
negative demand, irregular demand, overfull demand, decline demand. These are varied
demand so market helps with dealing of these demand.
 Economic growth: role of marketing in markets are makes demand. They are want to
increase demand, encourage of contribution plans and activities. Such as companies
growth build is increase income level improve the growth of emplacement. This is
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improvement offering manger and products. So overall economic growth build and
better.
 Face competition: role of marketing is to face competition of customers. There are most
important in global markets nowadays. Market helps in maintain the Customers. They
are provides by offering customers expectations and demands. A manger services, some
goods and efficient dealing with markets, and they are utilized by market share.
 Makes utility: role of marketing is creates utility for a customer. Many types of products
and services utility is makes provides marketing. They are makes from time, place,
process and information utility. Beauty Giant sell cosmetic products. So cosmetic
products fulfils the need to process of good beauty and unique look(Londhe, 2014).
Marketing in process of growth long term believing relationship with distributors, agents,
suppliers, customers, and dealers. It is needs build to support and trust between the companies
and their consumers. Role of marketing is most popular effective and efficiency heart of
economic development. It is makers of small enterprises. The market in established raw material,
so that is very highly pollution, so world is facing on environmental forces that is very dangers.
Government change of role in environment protection and safety.
Role of marketing in Beauty Giant company creates innovation of related to development
marketing. There are used to new ideas and useful products and improving through inventory to
company to have new utilize. Marketing came to produce by customers demands, and most of
the needs accordingly.
They are finding what products were needed and what quantities customers were
demanded and so on(Baker, 2014). Manufacturing companies set up personal departments of
marketing which given guideline to the make a plan correct products, right quantities and correct
price. Beauty giant company produce has to satisfy the customer demands. This is need to good
knowledge of the company's products as good and better understanding of the customer. The
customers need accordingly starts marketing, they are assigned what needs them. And customer
demand based on assessing product price, planning, and other ways.
Marketers are responsible for increasing demands. They have fully understood what
needs of customers so they are full try provides by customer satisfaction. That is marketing
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responsibility. The company have to decided marketing target and marketing goals on the
market, they are making decision to work out and many types of plans for achieving the market
target. Maximum market achieve the target and objectives then earn most of the benefits. They
are want to development of the market, diversification and product and services
develop(Wensley, 2016).
P 2 The marketing related to organizational context of role and responsibilities:
A market have responsibility of create a company profitable and valuable. It is aware to
create competitors, customers and their product, ready to promote activities and raw material and
full responsibilities. Customers want to good quality product and paying minimum price. An
organization prepares the target for customer satisfaction. They can better products and services
provides by customers need accordingly. Beauty Giant provides by cosmetic items for customer
beauty and health accordingly.
There are various types of competitors available in the global market. More than
competitors sell to same products for customers needs. An organization provides all facilities to
customers needs and demands because they want to customer satisfaction, so organization earned
to good profits to fulfil customer needs and demands. An organization offers products and
services to consumers as per their needs for raising customer satisfaction. They can help to
maintain balance of customer in the market. An organization want to increasing customer
demands, build up company growth, because they have maximum profits and benefits eared to
customers. Beauty Giant uses mass conversation tools promote to goods and services
wide(Baker and Saren, 2016). Like ads, promotion, sales etc. the company create plans to
achieving targets and build company image and brand.
Marketing is growth and reputation of the company. Marketers want to increasing
customers demands and expectations in the market. The company assigned customer attention
and attraction for produce the products in the market. Marketing helps organisation achieve their
goals and target because marketing is customer centric. They are helps customer satisfaction
accordingly customer expectations. The marketing programme is most important task with
imaging of the company, division in publicity plans and creativities, customer interaction and
advertising given feedback collection. It is main purpose has organization earn to maximum
profits and benefits. So marketers are full understood then provide by products and services
accordingly customers needs and demands.
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LO 2
P 3 Compare marketing mix
Marketing mix is essential part of marketing plan for an existing businesses as well as
new businesses, marketing mix is refer to 7Ps which can be use in any organisation for an
effective strategic planning. Any organisation can apply the marketing mix in marketing
planning for achieving the objective of business(Pooler, 2018). In the below table we can
compare the different way in which two organizations; Beauty Giant and L'Oreal apply 7Ps in
their marketing planning process. As both of the cosmetic industry have thousands of products
here we are comparing in the context of Anti-ageing products.
Marketing Mix Beauty Giant L'Oreal
Product Beauty Giant want this product to be
the market leader. In the context of
marketing planning, the organisation
will implement the following strategies-
The brand will provide customer
service for their product Forever
Young, it will enhance consumer
loyalty towards the product.
Availability of the product will
sufficient to reach mass markets and
consumers.
Products will tested as per the
international testing standards.
The marketing planning of L'Oreal is
an example how effectively the
brand developed and implemented
their strategy with every product
segment. The product strategy of
L'Oreal is:
The segments of product range of
L'Oreal is very broad. And all the
products are produced based on
consumer need and preferences as
their product mix strategy.
Anti-ageing products from L'Oreal
available in various category, size
and prices.
The products are tested before
launching. Which ensure the quality
of product.
Price Price is an important factor which
decides the particular segment where
product will be positioned. And
L'Oreal prefers to maintain value
based pricing strategy.
The prices are of L'Oreal anti-ageing
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selecting right pricing strategy lead the
brand and product towards the success.
Different price mix marketing strategy
are-
Prices will flexible as per the
competition and it will be based on
consumer demand.
The mode of payment will flexible and
convenient.
The company will offering discounts
time to time after launching the
product.
products is based on product demand
in the market, competition,
geography served.
The brand believes on the quality of
product and maintain the value in
consumers mind, and keep the price
consistent.
Place The place strategy is concerned with
different trade channel, channel
numbers, etc.
Beauty giant will provide its product in
UK markets as well as, through online
channel where consumer can purchase
the product from their official store, the
strategy is for build products position
and to achieve the objective.
Place strategy of L'Oreal is to
maintain the availability of products
at every place.
The planning of marketing is to
position the product every where
through retail markets, online stores,
salons, etc.
Promotion To achieve organisational objective,
promotion strategy is important. Beauty
Giant promote its anti-ageing product
through different channels.
The brand will focus the marketing
strategy on 30+ women, as they are best
fit in the consumer category.
Brand will also implement other
marketing campaign. It is essential to
L'Oreal promote its brand and
products by using its slogan
“Because we're worth it” it is a
strong message which attracts
consumer.
L'Oreal use 30+ models as the
product's brand ambassadors.
Also they advertise the product
through print and digital
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promote benefits not the features advertisement.
Also L'Oreal use word-of-mouth
promotion strategy.
Process The process strategy include process of
delivering of products and services to
the consumer.
Beauty Giant will focus on the standard
of services which will deliver
repeatedly to the consumer.
L'Oreal implemented this strategy by
bringing change in the traditional
concept of anti-ageing creams which
attract consumers and satisfy them
with the intro of product.
People According to this strategy, for an
overall profit for a business, whole staff
is important part for the smooth
process.
Beauty Giant will provide customer
service, which will create a positive
environment for consumer.
L'Oreal take competitive advantage
with right people, trained staff in
their organisation.
L'Oreal anti-ageing cream focus on
the 30+ women, as their target
consumer. Also the consumer
services are prior for the brand,
which create positive environment
and market the brand.
Physical
Evidence
Beauty Giant will come up with
attractive packaging.
They will also improve their branding,
and as they will come up with new
branding slogan with the anti-ageing
product.
Physical evidence marketing mix of
L'Oreal is a great example of
standing out from the crowd.
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LO 3
P 4 Marketing plan for Forever Young by Beauty Giant
Marketing plan is an outline of some specific action and analytical factors of any product
or services of an organization, which will use as to market the product or services towards the
potential consumers(Gillespie and Riddle, 2015).
Marketing Objective
 To marking up 5% profit rate each year- Beauty Giant already is famous for selling
toiletries from various renounced brand for men and women, but as they are come up
with their first own product anti-ageing cream, the company's aim is to marking the profit
rate by 5% every year with its new product. This can be achieved by promotion and
marketing of the product to the target consumer, and by increasing the sales percentage.
 To open 10 new branches of their own products in all over the UK- Beauty Giant have 50
branches in all over UK from which they sell toiletries of different renounced brands.
Now its aim to open up 10 branches of its own products and services.
Beauty Giant SWOT Analysis
Strengths
The brand already have its good position in toiletries. The economical position of the
company is consistent. The primary strength of Beauty Giant is continuously research,
development and innovation in their services and products which ensure that they offer best to
the consumer. Continuous research makes the organisation leader in the toiletry market. Strength
of the company is the guidance of dermatologist, by which they can provide paraben free
product. It has widely spread distribution network.
Weaknesses
The company does not advertise as much in compare to its competitors which can affect
its market reaching ability. There is no direct association between company and its customer.
The marketing environment affect the competitive advantage of Beauty Giant(Cross, Belich and
Rudelius, 2015).
Opportunity
Beauty Giant concentrates on skin care products that attracts all age segment. With this
they also have opportunity of developing new products and make them innovative from its
competitors. It will launch its first own produced product, the major opportunity is to bring new
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feature in the products that can beat the competition. They also have opportunity to expanding
the online presence.
Threats
Although the Beauty Giant is successful in the toiletry services but the biggest threat of
this company is strong competition in the similar field. The competition in UK markets is
increasing very rapidly and for the new product it will difficult to position it in the competitive
market. And in the new product launching it will difficult to change the brand commitment of
consumers towards the product.
4Ps of marketing mix
Marketing mix refers to the variable marketing tool where all the 4ps mixes all together
by marketer to achieving the marketing objectives. It include decisions regard to 4ps. Four major
ingredient of marketing mix are:
Product- Beauty Giant sell various toiletries products of renounced brand in all over UK. The
company will also enter into new project by launching anti-ageing product, which is going to be
the unique in its own formulation.
Price- Beauty Giant markets the products at moderate price in relation to the industry. The new
product will also approximately priced at same price point.
Place- Beauty Giant have their 50 branches in all over UK markets. The company sale its
product through internet also.
Promotion- Sales promotion, marketing and sales development activities are directed in
assistance of sales representative. Pull strategy is used by the company. For promotion company
use different marketing campaign.
STP strategy for Beauty Giant
Strategy for segmentation:
The segmentation strategy for beauty giant has adopted geographical segmentation in
which its market is divided according to where consumers are located(Dolnicar, Grün and
Leisch, 2018). The demographical segmentation helps the Beauty giant to identify the consumers
more closely and understand their needs, products and services. Also, the lifestyle strategy used
by the company to understand consumers' lifestyle trends which are their hobbies, recreational
pursuits, entertainment, vacations, and other non-work time pursuits. The company along with it
looks for consumers beliefs and values to understand religious, political, nationalistic and
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cultural beliefs and values. Consumers behaviour to the company can be identified by their
nature of purchase, brand loyalty, usage level, benefits sought, distribution channels used,
reaction to marketing factors etc.
Strategy for targeting:
Beauty giant determines its Market targeting strategies with the usage of criteria size in
which the market must be large enough to justify segmenting, because if it is small, it might
make it smaller. Other requirement the company uses to evaluate the strategy is difference in
which measurable difference must exist between segments. Factors such as money for Beauty
Giant anticipates profits must exceed the costs of additional marketing plans and other changes.
By using the Strategies such as Focus and concentrated targeting Beauty Giant has
discovered that concentrating resources and meeting the needs of a narrowly defined market
segment is more profitable than spreading resources over several different segments.
Strategy for Positioning:
The strategy of positioning involves implementing the targeting. It is the final stage in the
'STP' process and focuses on how the customer ultimately views the product or service of the
company. Therefore, customers perceptions have a huge impact on the company's positioning in
the market. There are 3 types of positioning used by Beauty Giant. These are
functional positioning, symbolic positioning, and experiential positioning. Functional Positioning
is focused on the aspects of the products or services that can fulfil consumers' needs or desires.
Symbolic Positioning is based on the characteristics of the brand that fulfil customers' self-
esteem. Experiential positioning is based around the characteristics of the brands that stimulate
the sensory or emotional connection with the customers. A combination of the three is has
positioned the company at the competitive advantage to its immediate competition. Overall,
positioning has provided the organisation with better value than competitors and has
communicated this differentiation in an effective way to the consumer.
Budget and Expense strategy for the new launch product
The new product launch of Beauty Giant's required an estimated budget of 75,000
pounds. In which the segmentation strategy including market research, finding out competitors
and target audience has required the budget of around 3900 to 39000 pounds.
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Being done with the market analysis and segmentation strategies the next task involved
determining the company's widget or the positioning strategy which required the investment of
around 780 to 15,000 pounds.
With expenses including products market requirement and its scope the company is also
responsible for the product branding and packaging. Branding and packaging ensures the product
quality to the customers because in the way it is being practically seen or observed by its
clientele. The art and design and the overall expenses for branding and packaging design
required budget of around 750 to 3,900 pounds.
At last, the products promotion on social media, internet and other digital platforms
required the budget of 750 to 5,800 pounds.
CONCLUSION
The above study analysed marketing mix, by comparing Beauty Giant to L'Oreal and compared
the marketing strategies they use in order to achieve organisational objectives. Also the
assignment contains the marketing plan which analysed the organisation through some analytical
tools, like SWOT analysis, STP. And role and responsibilities of marketing. The study shows
how to use marketing essentials effectively to the products and services.
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REFERENCES
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segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing
Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Market Segmentation. In Market Segmentation
Analysis (pp. 3-9). Springer, Singapore.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
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marketing. Routledge.
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Wensley, R., 2016. The basics of marketing strategy. In The marketing book (pp. 75-107).
Routledge.
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